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20120926
20121004
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to the campaigns and one of the things the romney campaign said to do this summer after they won the nomination was and increasingly that sort of function is becoming a core function of the campaign and used to be to the extent you have was fund-raising and you could buy them from the vendors or consultants, and now people will have what they call one different things but there's basically a core function of the modern campaign to have people who are especially on the voter side just country and processing data. >> host: if any of us were to go into the romney campaign or obama campaign and look at the headquarters, are there a lot of young staff? what does it look like? >> guest: in chicago dozens of people depending on how you define that, the online analytical and every state they are hiring for jobs that are data jobs and the targeting directors. the obama campaign will want thousands of people run the country and hundreds of them are directly interacting with the data every day. >> host: do you think the republicans and democrats are more adept at using this technique or is that the same l
crunching and processing data. >> host: if any of us were to go into the romney campaign are the obama campaign and we were to look around the headquarters how many people -- is there a lot of young staff? what does it look like? >> guest: chicago dozens of people doing voter data and date and fundraising data on line analytics and every state there are jobs that are data jobs, voter file managers targeting directors. the obama campaign while thousands of people around the country hundreds of them are directly interacting with data every day. >> host: do you think one of the parties, the republicans are the democrats, is more adept at using this technique or they'll sort of at the same level? >> guest: i think at the moment the democrats are ahead to some leapfrogging cycle to cycle with different parties and one of the things that he comes clear and as i look back over where innovations took place it is one of the stories in this book that these campaigns are really persistent innovation. we build the company and at last six months or 18 months. you don't really know if it is going to
, and it they wills them a bunch of information. you see if moves or you ask somebody directly. if i told you romney hadn't paid taxes for x number of years make it more or less likely to vote for them. some people fell you would they move. people telling you they would move is a pretty sort of con ject yiewrl thing. i wouldn't cognitively trust anybody that would do under the hypothetical scenario. they may or may not already know. that's part of the problem with the polls they ask people if you knew of a piece of information you may or may not already know. or in focus groups you bring somebody in and so you a dozen people and show them an ad and you ask them again did everybody change their mind. you're purchasing somebody to change their mind and they're being forced to watch an ad they might tune out. using the experimental things that the obama campaign has. they randomly assign mail ron comely to a -- randomly assign tv ads to certain markets and then because they're polling across those markets, they can see who moved, based on message or type of ad or mail this they have the data, you know,
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